As of yesterday, the sandwich is already available to purchase in 163 Manhattan locations. The chain appears poised to offer the sandwich nationwide in each of its 9,400 Dunkin’ locations by 2020. According to Dunkin’, this is the first time a Beyond Meat breakfast sandwich has ever been sold in any restaurant in the United States.
In an interview with Yahoo Finance, CEO David Hoffmann affirmed the company’s commitment to the product. “We absolutely believe this will move the sales needle for us. It’s a damn good product.”
Dunkin’ is responding to a growing consumer demand for plant-based meat products. And Dunkin’ is hardly the first fast food chain to recognize and invest in the concept: White Castle, Red Robin, Burger King, Little Caesars, and a number of other businesses have also partnered with plant-based giants like Beyond Meat and Impossible Foods. With plant-based now a billion dollar industry, it has become clear to restaurants large and small that meat substitutes are well worth investing in.
The Plant Based Foods Association reports that over the past year, plant-based meat sales has gone up by 10 percent, while refrigerated plant-based meat has gone up by 37 percent. Beyond Meat stock has also surged post-IPO by a whopping 734 percent according to Business Insider.
Hoffmann noted to CNN that for now, the company is still in the process of considering vegan sandwiches. “Right now we’re targeting flexitarians,” says Hoffmann. “[We] want to make sure that as we roll this out, we can give the customer a chance to customize this.”